There’s nothing like doing pro bono work. It is always on a tight budget but can be freeing creatively. Plus, there’s no better feeling than knowing your work is helping others. I was fortunate enough to work on Big Brother Big Sisters to try to help raise money and awareness of their mission to help inner city kids have better lives through mentoring.

 Working through the Ad Council, we wanted to try something different than a network spot appealing to donors. So we created serial storytelling in social media so viewers could follow mentors and kids’ lives. We built a website and Facebook page with our video stories and ways to donate and volunteer. As the stories rolled out on a weekly basis, we distributed  video camera kits to hand out to “bigs” so we’d continue the stories with user generated content. We wanted to “Start Something” and used donated TV time, DM and OOH to get our message out. We even got extra publicity with Newark Mayor Cory Booker talking with our “littles.” It was a big success from a little budget.